The Difference in Effectiveness between Nikah or S2 Version and Goyang Bersih Jingle Version of Fair & Lovely Television Advertisements in Palembang City

Rahayu, Sri and Futri, Siska and Savitri, Ervita (2018) The Difference in Effectiveness between Nikah or S2 Version and Goyang Bersih Jingle Version of Fair & Lovely Television Advertisements in Palembang City. In: The 2nd International Conference on Financial, Management and Business, 01 Agustus 2018, Semarang, Indonesia.

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Abstract

The objectives of this study were (1) to find out the effectiveness of Nikah or S2 version and Goyang Bersih Jingle version of Fair & Lovely television advertisements, and (2) to find out the difference in effectiveness between Nikah or S2 version and Goyang Bersih Jingle version of Fair & Lovely television advertisements. The research respondents were 270 women aged 20-44 years who lived or worked in Palembang. This was a survey study that used the descriptive data, Customer Response Index (CRI) and independent samples t-test to test the difference in effectiveness between the two versions of television ads. The research results showed that the CRI value of Nikah or S2 version of Fair & Lovely television ads was in a very ineffective category. It means that Nikah or S2 version was very Ineffective. Furthermore, the CRI value of Goyang Bersih Jingle version was in a very ineffective category, so Goyang Bersih Jingle version was also very ineffective. The results of independent samples t-test indicated that t-obtained was 0.058, which was smaller than t-table of 1.648. It could be concluded that there was no significant difference in effectiveness between Nikah or S2 version and Goyang Bersih Jingle version of Fair & Lovely television advertisements. Keywords: television, advertisement, effectiveness, Fair & Lovely, CRI

Item Type: Conference or Workshop Item (Paper)
Subjects: H Social Sciences > HG Finance
Ekonomi dan Bisnis > Bisnis
Ekonomi dan Bisnis > Manajemen
Divisions: Fakultas Ekonomi > Manajemen (S1)
Depositing User: SRI RAHAYU S.E., M.M., Dr
Date Deposited: 12 Nov 2018 05:22
Last Modified: 24 Nov 2018 06:53
URI: http://repository.um-palembang.ac.id/id/eprint/2458

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